PENGARUH KUALITAS PELAYANAN TERHADAP NIAT BERKUNJUNG KEMBALI KE THANK GOD IT’S FESTIVAL 2025

Abstrak

Music tourism in Indonesia is rapidly growing, providing significant economic, social, and cultural impacts. Music festivals serve not only as entertainment but also as a means to promote tourism and create job opportunities. Bali, as a world-class tourist destination, has capitalized on this by hosting various music festivals, including the Thank God It’s Festival (TGIF), which has attracted many visitors since 2023. However, challenges in service quality need to be addressed to encourage repeat visits, supporting tourism development and the local economy. This study uses a quantitative approach supplemented by qualitative data, involving 100 respondents selected through purposive sampling. A 5-point Likert scale questionnaire was employed to measure the effect of service quality on the intention to revisit. Data analysis was conducted using SPSS 25, including validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and determination coefficient to empirically illustrate the relationships between variables. The results show that among five aspects of service quality, only the assurance aspect—covering safety, trust, professionalism, and clarity of information—significantly influences visitors' intention to return. Collectively, all five aspects significantly contribute to this intention, accounting for 18.4%, while the remaining 81.6% is influenced by other factors such as artist lineup, ticket price, event location, friends, and promotion. Interviews reveal that the artist lineup is the main reason visitors choose to return, although good service quality remains essential as a basic standard to ensure a comfortable and memorable festival experience.